"Double 11" every year, "collecting orders" and "full discounts" have become routine operations. On November 10, the return rate of luxury clothing brand Ralph Lauren reached 95% and topped the list of hot searches. According to media reports, recently, the luxury brand was liste

Every year’s “Double 11”

“Co-up orders” and “full discounts” have become routine operations

November 10th

Luxury clothing brand Ralph Lauren

The return rate reached 95%

Surched to the top of the hot search

According to media reports, the luxury brand’s gmv (total merchandise transaction volume) on a certain platform’s “Double 11” recently exceeded 1.6 billion, but the return rate reached an astonishing 95% %.

This phenomenon stems from the fact that consumers purchase additional products of the brand in order to enjoy full discounts. Once the discounts are obtained, these products will be returned to the merchants with a "seven-day no-reason refund" method.

This year, a certain platform has a higher threshold for full discounts. For example, requires a discount of 400 yuan for purchases over 5,000 yuan, or 120 yuan for purchases over 1,500 yuan. requires the exception of electrical products such as mobile phones and air conditioners. Therefore, some netizens found that the unit price of Affordable luxury brands, which can cost thousands, are very suitable for ordering together. For example, if you want to buy a 200 yuan product, you will find a 1,300 yuan Ralph Lauren product to get a full 1,500 yuan discount. After paying and enjoying the discount, you will return the 1,300 yuan product. Ralph Lauren has also become the best choice for some consumers to put together orders during this year’s “Double 11”.

Ralph Lauren’s Taobao customer service admitted that they have noticed the order return situation, and the brand official has not responded as of press time. Regarding the losses caused by the store during the return process, Ralph Lauren customer service said that it can seek solutions with the logistics company or platform.

It’s not only Ralph Lauren that is used as a “tool for gathering orders”, but also brands such as Uniqlo. is a women’s clothing store that has been open for 7 years with an annual sales of 20 million. Because it is often used as a tool for gathering orders, it even chooses to shop on “Double 11” "Closed on eve.

Industry insiders have analyzed that when consumers choose to return goods, merchants need to bear the order and delivery costs of 2 to 3 yuan for goods that have not been shipped. If the goods are recalled, they will have to bear at least nearly 5 yuan for express delivery. If the user signs for the return and then returns it, the merchant will also bear part of the return cost after the freight insurance is deducted. Even if the user immediately applies for a return, the merchant’s promotion and operational investment is wasted.

Therefore, looking at the sales of 1.6 billion yuan, I was preparing to enjoy the honor of being the best seller. As a result, the 95% return rate immediately made me sober. It turned out that I had become a "tool". So there is a saying on the Internet: "Ralph Lauren thought he was popular, but in fact the sky is falling."

In this regard, many netizens said

There is no way

It is a last resort

Some people say that

consumers do not take the blame.

Some people are also concerned about how to protect the interests of

businesses?

Some media commented that for merchants, has a great sense of crisis in becoming an "artifact for collecting orders". For consumers, it is natural to pursue discounts. This incident makes people think, is the setting of this kind of promotion rules really reasonable? It is necessary to prevent the products of some merchants from being used as "artifacts to make orders" and suffer losses in vain, and their normal interests should also be protected. No matter what the promotion rules are, only when merchants, consumers and platforms achieve a win-win situation can a prosperous sales situation develop sustainably.

Some media also stated that "Double 11", as an annual shopping carnival, should be a feast shared by consumers and merchants. However, the phenomenon of high return rate makes this feast look "in-your-face". It looks like "the seats are packed", but many of them are like "grabbers". It is the merchants on the platform who are really losing money. It’s not that there is a problem with “getting together orders and getting full discounts”, but that there are loopholes in the rules of the platform.